Why is Singles' Day in China so lucrative?

If singles have reservations about Valentines Day, there is a solution in China - Singles' Day. It was originally marketed as a day to buy something for yourself, but it has become the time to shop - on a scale that even the US can't match. Aowen Jin is a Chinese born artist, based in London, who advises brands in China.

(Photo: A man looks at his smartphone whilst lying on a bench in Beijing, China. Credit: Getty Images)